Products Lingerie Headquarters San Francisco | Website trueandco.com Founded 2012 | |
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Industry Internet, online retailing Founder Michelle Lam, Aarthi Ramamurthy | ||
True & Co. is an American online lingerie startup, headquartered in San Francisco, California.
Contents
History
True & Co. was founded by Michelle Lam and initially Aarthi Ramamurthy. After the early departure of Ramamurthy due to infighting, New York based Dan Dolgin was hired and given the title of Co-founder. Dolgin has since left the Company. A new Co-founder was named in 2016, the third for True & Co., with operations executive Beatrice Pang given the title. She is formerly of Microsoft Corporation. Lam founded the company after becoming frustrated with trying on bras in fitting rooms.
Service
The company uses a questionnaire and associated algorithm to recommend bra sizes to customers. According to the New York Times, the company's concept allows customers to "choose what fits best." True & Co. sells bras from other lingerie lines as well as from its own branded collection.
True & Co. released a beta version in January 2012 and officially launched in May 2012. According to Bloomberg Businessweek, "True & Co. is often referred to as 'the Netflix of bras.'" In May 2016, the company launched a "Try-On Truck", a mobile lingerie fitting room which has since ended.